Radar: agent marketplaces, brand assets as games, and F1's stretch
Five things worth your attention this week across marketing and AI - picked by hand from a much longer list.
This is a short edition. Agent marketplaces arrived in mainstream creative tools, Marketing Week published two strong brand pieces, and one article makes the case that silos are a human problem.
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Marketing Week
McDonald's on its mission to gamify its 'treasure trove' of brand assets
The inventory work behind it matters more than the gamification. Before you can gamify brand assets you have to know which ones carry equity, and most brands have never measured that.
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Marketing Week
Formula 1's marketing director on 'stretching' the brand for success
This is a good case of stretch decisions made with a clear model of what the brand stands for. The failures in brand extension usually start with guessing at that model.
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Marketing Week
Silos are a human problem with a human solution
This one is worth reading before you buy another integration platform. Tooling rarely fixes an incentive problem.
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TechCrunch
Picsart now allows creators to 'hire' AI assistants through an agent marketplace
Agent marketplaces are coming to marketing tools fast. Ask your team which of your workflows you would trust an agent with today, and what you would check before shipping its output.
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Hugging Face
Holotron-12B - a high-throughput computer-use agent
Computer-use agents at 12B parameters means this class of automation is getting cheap. Budget for experimentation now; a big programme can come later.